| Radio Disney |
| National Contest
Event/ Media Announcement |
| |
| Radio Disney held a national
contest in 1998 called “My School Rules,”
in which students entered ideas on how kids can help each
other. Pinson Elementary, located in a small community
outside Birmingham, Alabama, won for its design of “Homework
House,” a place where kids can access a computer,
the Internet and books. Lovell planned the grand opening
of “Homework House” and a celebration at the
school in order to acknowledge Pinson Elementary and maximize
awareness of the national contest. |
| |
| Challenges |
 |
To plan, produce, and promote
the grand opening and school celebration May 14 and 15.
|
|
To coordinate events with Radio Disney
personalities’ busy schedules. |
|
To secure media coverage in regional and
national outlets. |
| |
|
| Strategies/Tactics |
|
Created a task force that included school
representatives to get the Pinson community involved in
the celebration. |
|
Secured a representative from the mayor’s
office to present a proclamation declaring the day “Homework
House Day.” |
|
Coordinated participation by Mickey Mouse
and Radio Disney DJs. |
|
Coordinated a live remote broadcast by
Radio Disney from the Pinson gymnasium. |
|
Created unique story angles. |
|
Distributed news releases and media advisories.
|
| |
|
| Results |
|
Received an overwhelming community interest
and turnout at events, including city and state government
leaders. |
|
Spotlighted students and teachers on all
major network affiliates, as well as in the Birmingham
News, Birmingham Post Herald and Birmingham Business Journal.
|
|
Secured national media coverage including
USA Today, Time for Kids and Disney
Adventures. |
| |
|
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